Vilas Nair

Research Interest / Consulting Area
Distribution Channel Management, Retail Operations, Digital marketing, Strategic planning, Branding

Courses Offered
Product and Brand Management, Store operations and visual Merchandising, Corporate Retail Strategies and Management, Consumer Behavior, Social Media and Digital Marketing, Sales and Distribution Management

Industry Positions Held / Associated With
Store In-charge Big Bazaar. Future group ( Sangli Maharashtra)
Sales Development Officer Tata Tea Limited (Rest of Maharashtra excluding Mumbai)
Fevicol (Pidilite Industries Ltd) SPI Sales Promotion In charge Madhya Pradesh, Chhattisgarh

Academic Positions Held Also taught at
Assistant Professor, SCMS Cochin School of Business (Cochin) Kerala
Assistant Professor, Prestige Institute of Engineering Management and Research Indore M.P
Assistant Professor, Symbiosis University of Applied Sciences Indore. Madhya Pradesh

Dr. Vilas Nair, PGDM, M Com, Ph.D.
Assistant Professor - Marketing
vilas@sdmimd.ac.in

With over twenty-two years of combined experience in industry and academics, Dr. Vilas Nair has established a distinguished career marked by consistent contributions to both professional practice and higher education. His industry experience spans leading brands such as Big Bazaar, Tata Tea, and Fevicol, where he developed strong expertise in marketing, retail management, and sales techniques, delivering sustainable growth and profitability in highly competitive sectors. Transitioning to academia, Dr. Nair has dedicated the past sixteen years to teaching, training, and mentoring future managers, blending real-world business insights with academic rigor to create an engaging learning environment that equips students to meet dynamic industry demands.
 
Academically, Dr. Nair holds a Doctor of Philosophy in Management (Marketing) from Bharathiar University, Coimbatore (2023), a PGDM with specialization in Marketing and Foreign Trade from the School of Communications & Management Studies, Cochin (1999), and Master’s and Bachelor’s degrees in Commerce from Rani Durgawati University, Jabalpur. His scholarly interests focus on areas such as commodity branding, brand awareness, and brand loyalty, and he has published several research articles in reputed national and international management journals, contributing valuable perspectives to contemporary marketing research. With 16 years of teaching and 11 years of industry experience, his professional journey reflects a strong commitment to bridging theory and practice while advancing both academic excellence and industry relevance.
Publications
 
Edited Books
 
  • RETAIL MARKETING, TARAN PUBLICATION ISBN  978-81-199998-55-5 Aug 2025
Book Review
 
  • Brand Management Kisholoy Roy Vrinda Publication P (Ltd) ISBN 9788-81-8281-409-7
Book Chapters
 
  • Data Analysis of Consumer Responses in India Using Zen Z, Rishi Prakash Shukla, Dr Vilas Nair Et al IGI Global Scientific Publishing Research Books, DOI: 10.4018/979-8-3693-9351-2.ch006, pp 22.
  • Unveiling the Power Play: Harnessing Branding Opportunities for Globalizing Sport Events – Insights from India's Sporting Landscape, Rishi Prakash Shukla Vilas Nair Et al, DOI: 10.4018/979-8-3693-4038-7.ch 009,pp 32
Research Work
 
Journals
 
  • Vilas Nair (2025) Digital marketing strategies for Small business-An Empirical Study Journal of Informatics Education and researchISSN1526-Vol 5 Issue 2
  • Anand Sasikumar, Vilas Nair (2024) European Economic Letters” Unveiling the Intellectual Landscape of Retail Research: A Bibliometric Analysis of Recent Trends and Emerging Themes Vol 14, Issue 4 2024
  • Vilas Nair (2024) The persuasive power of Social media influencers in purchase intension of customers in Fashion Industry International journal on Advanced Engineering and Management 10.47392/IRJAEM.2024.0452, pp 3065-3075
  • T. Marimuthu, Vilas Nair Et al Securing the Internet of Things with Block chain based Network Security Protocols 15th ICCCNT IEEE Conference DOI: 10.1109/ICCCNT61001.2024.10725883
  • Presented paper at the International Conference on Innovative Applications of Emerging Technologies and Management, (ICIAETM)-9-10 April 2021, titled Understanding retail store antecedents post pandemics: The relationship between merchandise familiarity, purchase intensions and customer satisfaction for food Private Label Brands.
  • Unveiling the Power Play: Harnessing Branding Opportunities for Globalizing Sport Events – Insights from India's Sporting Landscape Rishi Prakash Shukla, Vilas Nair Et al DOI https://www.irma-international.org/chapter/unveiling-the-power-play/360423
International Conferences
 
  • Presented paper at IMCON'25 (Marketing) International Conference Management Strategies for Sustainable Transformation Next-Gen Retail: Designing Experiences, Shaping Atmosphere, and Driving Purchase Intentions with Sustainable Strategies in Cochin city on 21-22 Feb 2025
  • Presented a paper on “The Persuasive Power of Social Media Influencers in Purchase Intention of Customers In Fashion Industry” at ICAESM 2024 Radhakrishna Institute of Technology and Engineering, Bhubaneswar, Odisha and Global Conference Hub Coimbatore on 30-31 August 2024 (Online).
  • Presented an article titled “Securing the Internet of Things with Block chain-based Network Security Protocols” at the 15th International IEEE Conference on Computing Communication and Networking Technologies (ICCCNT) organized by IIT Mandi, Kamand from June 24th to 28th is now published. DOI: 10.1109/ICCCNT61001.2024.
  • Presented paper titled Social and Environmental sustainability Brahmins: A Case Study in Crafting an Ethnocentric Culinary Legacy Celebrating Vegetarian Cuisine" SOCEN2023, Oct 2023
National Conferences
 
  • Paper Published in International journal of Research in Engineering Application & management, titled, “Store Loyalty: A strategic commitment for store brands. Conceptualizing product management, customer satisfaction and customer loyalty in Cochin City Vol 5 issue 6 Sep 2019.Impact factor 5.834. ISSN2454-9150.
  • Paper published in International Journal of emerging technology and research. “Relationship between category management and store loyalty with regards to food private label brands. Vol 3 issue 2 Mar 2016. ISSN e 2347-5900
  • Paper presented on Enhancing category acceptance: A study of private label in food, in the 9th International conference at Prestige institute of management and research Indore on 30th and 31st 2015.
  • Paper presented on FDI changing dynamics of modern retail with reference to small retailers organized by Kochi Business School on 5th and 6th February 2014.
  • Paper presented on Reviewing Category Management in Food Private labels to enhance customer acceptance in cochin city in the 3rd International conference on 6th Dec 2014 at Vishisht Institute of professional Studies and research Indore
  • Presented a Paper on Private label marketing Next in Organised retailing, in Fifth International Conference on Management research on 12th &13th February 2011. Organised by Bharathidasan Institute of management Tiruchirappalli.
  • Presented a paper in the AICTE sponsored National Conference August 2011, at SIES College of Management Mumbai. Titled the Survival of the fittest- Private Label Vs the Manufacturer brand.
  • Presented a Paper on “Rebranding –A Business Impetus in National Conference on “Innovative Marketing Strategies: Current Trends Changing” organized by Chandigarh Business School Landran, Mohali 11th September 2009
  • Published an article Titled “The survival of the fittest: Private label vs the manufacturer brand” in South Asian Journal of Marketing and Management Research. Vol 2 issue10, October 2012. SAJMMR (ISSN No 2249-877X.
  • Paper Presented on integrating innovation to attain sustainability in organized retail. organised by Bharathiar School of management and Entrepreneur Development Coimbatore on 9 and 10 Jan 2013,
  • Paper presented on FDI in Indian Retail Effect on Small Retailers University of Kerala Department of Commerce Thiruvanthapuram on 23rd and 24th March 2013.
  • Paper presented on “Private Label and Consumer Perception published in Chapter form in Excel Publication ISBN 978-81-7446-927-4.
FDP/MDP/Workshops
 
  • Conducted Marketing orientation program for Sales supervisors and sales Executives MILMA, ERCMPU LTD –18 Feb 2025
  • Management training program for drivers cum conductors of Kerala State Road Transport Corporation (swift buses) Kerala-August 2022-2024
  • Attended the FDP case study Teaching methods 18th -20th July 2024 Supreme Knowledge foundataion, in partnership with AIIMS.
Editor or member of the review board of an academic, trade, or practitioner journal
 
  • Reviewer for the Rajagiri Management Journal, Rajagiri Business School Cochin   ISSN: 0972-9968,eISSN: 2633-0091 since July 21, 2022
  • Chief editor of the monthly digital newsletter Symbicle at Symbiosis University of applied sciences. Indore Madhya Pardesh
Domain expert Retail Sector
 
  • Served as Domain expert retail sector in Kerala Academy for skill excellence (KASE) skill development mission of Government of Kerala, guiding and implementing skill development activities of the state.
International Education initiative
 
  • NKU Haile college of Business Adjunct faculty member in collaborative MBA program between SCMS and NKU
Patent
 
  • Tittle of invention-IoT based Agrobot, Field of Invention- Computer Science, Application Number202021040741, Date of filing 21/9/2020
Case Studies
 
  • Fevikwik: The Power of Instant Repair – A Case Study"
  • Brahmins: A Case Study in Crafting an Ethnocentric Culinary Legacy Celebrating Vegetarian Cuisine"
  • Case Study - "The Nexa Dilemma: Can Maruti Suzuki Maintain a Premium Brand Identity?"
  • Case Study - MilkyMist: Seeking the 'Right' Marketing Mix
  • Dettol co-created with Moms’: Driving customer-centric innovation